First Project: Newspaper Good & Bad

This project was specifically designed to jump-start each students’ thought process and get them to think about Advertising (as opposed to or at least in conjunction with Design). There really is a difference between Design and Advertising! I have noticed in our program this usually takes a little time because of the absence of advertising philosophy (which you would expect in a pure Design program) in our program. This project is my method of immersing the students in Advertising thought and philosophy.

Newspaper Ad
Good and Bad
Part 1

Assignment
From a local, regional and national newspaper pick an ad you think is well designed and effective.  From the same papers pick an ad you feel is poorly designed and ineffective.  The subject matter, type and style of the ads can be different, but keep the size of the ads approximately the same.  Avoid extremely small ads and ads in the classified section.  Mount both ads for presentation on mount board and cover with a presentation flap.
Be prepared during the critique to justify why you feel the ads are good and bad.
Deadline
Thursday, January 17, *BOP
Purpose
1.  To develop aesthetics concerning print advertising, particularly in the context of a newspaper format.
2.  To develop and practice verbal justification of concepts and ideas.
3.  To establish groundwork for continuation of this assignment.
Resources
Local:    The Daily Oklahoman
The Gazette
Edmond Sun
Vista
The Journal Record
Regional:    Dallas Morning News
Tulsa World
Kansas City Star
National:    New York Times
Washington Post
Wall Street Journal
USA Today
Part 2
Using the information you gained from the class critique and additional information from your research gathering process, develop a creative brief (see additional information on Creative Briefs in a previous post on April 13, 2012) for each of the three “bad” ads in Part 1. Redesign each of the three bad ads from Part 1.  Work through the assignment in a traditional design approach.  Start with thumbnails, roughs, and a finished comprehensive.  Keep the ads generally the same size as the original.  Use pencil and layout paper for thumbnails and roughs.  Move to the computer for the execution of the finished comp. Be careful not to jump to quickly to the computer. Remember it is only a tool. You can’t save a bad idea by polishing it with the computer. Your finished comps should be mounted and flapped for presentation.
Deadline
Tuesday, January 22 – 3 concept briefs, one for each ad re-do. Briefs should be designed and printed. Turn in hardcopy print in class and the original InDesign file in DropBox.
Thursday, January 24 – 50 thumbnails for each ad and 3 tight roughs of each ad. BOP, Digital scanned files in DropBox.
Tuesday, January 29 – finished comps, mounted for presentation. BOP – Also, include all digital files with a high quality print pdf of all re-designed ads
in DropBox.

Specs
Three concept briefs, designed and printed from InDesign.
50 thumbnails for each re-designed ad and 3 tight pencil roughs of each ad.
Three mounted and flapped finished comps.  Float mount each ad allowing a minimum of a 2-inch margin around ad.  Flap each ad with neutral cover weight paper for presentation.
Evaluation
1.  Creative concept
2.  Target market communication
3.  Visual uniqueness
4.  Quality of presentation
5.  Timeliness of completion
Purpose
1.  Explore existing newspaper ads to discern aesthetics of print advertising.
2.  To develop skills in advertising comp preparation.
3.  To practice and refine oral and visual presentation skills.

* BOP ( Beginning of period)

Emphasis is placed on keeping all ads roughly the same size with the same color restraints so that it is as fair a comparison as possible.

During the critique stage of part 1, we discussed visual and conceptual similarities in the good ads and likewise the similar properties of the bad ads. We started a list on the board of these similarities. We came up with a top ten list (in this case a top twelve list) of things or similarities. When possible we used or converted the words to standard design vocabulary that we use in all design critiques.

The Top 12 Components of Good Advertising:                                        (according to 2013 class observation – not in order of importance)

1. Continuity

2. Layout

3. Simplicity

4. Hierarchy

5. Clarity of Message

6. Concept

7. Effective Use of Space

8. Appropriate Use of Image

9. Appropriate Use of Color

10. Appropriate Typography

11. White Space (overlaps with #7)

12. Contrast (more important with newspapers than other media)

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